Not just about to Sell

     Recently, various market researches have revealed that such huge brand names as Nike, IBM and Dove are interested more in what an impact they have on the consumers and on the society as a whole than in how much items have been sold. There are several reasons for such a tendency.

     In the early 90's the general market of consumer brands experienced a global overturn, as even such giants as Marlboro, Coca-Cola had to compete with companies with more moderate price policies. There appeared the notion of brand-blindness, when people where eager a supporting their families, rather than their favorite brands. 

 

     Then the brands of Nike, Starbucks and Reebook entered the stage. They were depicting philosophy of those times showing their own identity. The vivid example here is Nike, the motto of which was expressed by one of the members of the Board of Directors, Phil Knight, who'd claimed that the aim of Nike was not to sell trainers, but to make the people's lives rich in sport activities.

     Starbucks was trying to express that any cup of coffee can be of great importance for you, thus your name on this very cup of coffee is rather important, as well as, the warm atmosphere in every cafe.
     Another point of great importance for huge companies is their social activity. The case is that more than 50% of consumers are ready to express their gratitude for those companies which are socially aware and ecologically friendly.
     The case is your company won't be of interest for anybody till it is only about selling goods and services. It should include some social, political or cultural aspects in order to be in demand.

IKEA: inspired by the 20th century

Inspiration Source

 IKEA has launched its new collection being inspired by the golden age of the previous century. It has presented classic design objects continuing to amaze clients with its trendy ideas. The new collection is like a guide who make you acquainted with all the tendencies from the 20th century. 

 CABINET

     The wooden furniture is absolutely devoid of any personal traits. Simple shapes allow to emphasize the stream of traditionalism and cultural traits.
     Cabinet is said to be the central object of the whole line. it possesses all the functional traits, but is painted with outstandingly bright color. Such technique is characteristic of Danish Modern School. Such items can be seen starting from the 20's of the 20th century. The absence of table legs shows some layering of the later period of functionalism.

GLASS TIME

     

     Another interesting point in the new collection is a case with glass shelves. It makes the impression of something light consisting mainly of glass. On the other hand, there is a controversial part. We see that the base of an object is quite 'monumental', like the one in classic cabinets from the late Ar-deco and the Avant garde, while the construction itself is 'windy', like light bright framing from the very late Post-Modernism. Interesting experiment, indeed.

EGGISH

     Too traditional to be modern and too modern to be traditional. The form of this armchair is alike with the ones from the late the Avant garde and classic English arm chair from the middle of 18th century.
     
     In the whole collection we can see trying to find something personal on the grounds of popular culture through thorough analysis of cultural development of the interior design industry. In the meanwhile, it's like an attempt to show that the ability to lead experiments is still active in such a great manufacturer as IKEA. I guess that all the ways of decoration will be suitable for all art lovers.